There are five things you need to do if you want the slam dunk when it comes to AI marketing for financial advisors. In this straightforward blog, I’ll teach you all about it so your wealth management firm can get found in ChatGPT and you can grow your practice!
Key takeaways:
- Learn how financial advisors get recommended by AI
- Discover how to rank in ChatGPT results and other AI tools search results (Gemini, Perplexity, etc.)
- View examples of AI-optimized financial advisor content
- Glean some understanding of how financial advisor SEO works
- Get ideas for updates to your website and social media that will help you get found by AI
And more – let’s go!
But first –
For those of you who are new here, my name is Sara.
- I myself am a financial advisor marketing consultant.
- I’ve been helping financial advisors get new clients for over 10 years now.
- They appreciate my blunt and clear take on things. Here are some reviews of my financial advisor marketing services.
AI marketing for financial advisors – do this for the slam dunk!
Do these five steps if you are a financial advisor who wants to get recommended by ChatGPT.
See, I told ya I was blunt and direct, lol.
Step #1: Find the most relevant questions that your target clients search for and ask about money on the internet
Let’s suppose you are a financial advisor looking to get leads from people who are about to retire. Use this simple method to get these prospects to find you in AI tools.
- Go to Google and type this phrase in the search bar: “site:reddit.com retirement worries.” This will allow you to see the top-ranking discussions that people on Reddit are having about their retirement concerns. Now you know what is on people’s mind, for real, because they wouldn’t be ranking at the top of Google if a gazillion people weren’t talking about it.
- Make a list of all the retirement concerns that you can help them with as a financial advisor the most effectively.
- Go to Google and type in the phrase “retirement worries.” Similarly to what you did with Reddit, look at the top entries that come up. Also view what comes up in “people also search for” and “people also ask.” Add the most relevant topics to your list.
Step #2: Set up your article outline
Now set up the skeleton for your content. You need to write an AI-optimized piece showcasing your skills and knowledge as a financial advisor and get it onto everywhere these people go on the internet: your website, other people’s websites, Reddit and Quora forums, social media, etc.
- Use ChatGPT to filter through your list and pick the one with the likely highest search volume on Google. Use that as a keyphrase for the blog in your Yoast or however you are setting up the metatagging for the blog.
- If you don’t know what a keyphrase is, or how to optimize your content for SEO, then see #6 in this blog I wrote about Google tips for financial advisors. Or just send me a note and I can advise you over email about what you should do.
- Put the keyword at the beginning of the title of the blog. Make it nice and catchy so it gets your financial advisor firm lots of visibility in AI search and Google. Example: “Retirement worries all 50 year olds you know – read before you pull the plug!”
Step #3: Organize your topics by category
Now let’s write the core of the article. The way you organize the thoughts on the page is going to be critical to getting the blog optimized to get your financial firm recommended by ChatGPT.
- Group all the questions on your list into 3-5 major categories.
- Example: 1) concerns about heath 2) worries about family dynamics/generational tensions 3) mental health/dementia risk 4) cost spirals
- Your credibility as a financial advisor is a key part of AI optimization. Have case studies and testimonials from the clients of your wealth management practice at the ready to incorporate into each category. The more you can make yourself seem trustworthy, the easier it is going to be for AI tools to recommend you.
By the way, here’s a marketing testimonial from a financial advisor named Todd Calamita. If you’re looking for help with all this stuff I’ve talked about so far, let’s talk before you read any further.
“She’s amazing… she cares about you as a financial advisor… if you’re looking for direction, she’s your person, you’re going to get a ton of value working with her”
Step #4: Answer the questions conversationally
Now before I get to this step, let me explain something about who gets attention in the AI engines. It’s the people who communicate the most clearly.
- Answers should be direct, with no fluff.
- As much as possible, use FAQ schema markup.
- Question and answer format should be the preferred way you communicate the answers to the questions in the categories specified in Step #3.
- Give each category a header, and then a concise intro sentence. Then write each question, put it into bold font, and answer it in 2-3 sentences. The sentences should be bullet points as much as possible so the LLM’s can read it more easily.
Okeee, below is an example of financial advisor AI-optimized blog content.
SECTION HEADER: Concerns about health (use header two format for these words, the word will actually appear alot bigger than this font here in my blog)
When people retire, health issues weigh heavily on their minds. Here are the biggest obstacles retirees tend to gripe about: (intro sentence)
What if my mental health declines when I retire? (first Reddit forum question or whatever you found to be the most relevant discussions in Step #1)
Studies show that x% of retires face mental health challenges; and according to (whatever institution), the number is growing rapidly.
(now your 3-4 bullet points)
- Get counseling
- Surround yourself with a support group
- Consider a part-time job or encore career for even a few hours a week
- Get a pet
Is dementia a risk after 50 as much as people say?
(intro sentence then write 2-3 bullets as a response to this question)
Does Medicare pay for mental heath counseling services?
(intro sentence then write 2-3 bullets as a response to this question)
SECTION END
Financial concepts are dry, dull, and boring and nobody likes to read about them. If you want to excel at AI marketing as a financial advisor, what you need to do is make it conversational and easy for people to relate to. That is how you are going to gain trust in AI search. Write like a human being when you answer these questions.
Ask yourself this question: “Would I rather listen to Guns N’ Roses than read my own blog right now?” If the answer is yes, then your blog stinks and you need to give it more zing! Where do we go now??????? I actually like Iron Maiden better, btw.
Step #5: Publish it everywhere you can get it out on the internet
Publish this puppy on your blog, and then spread it like a bad case of poison ivy.
Lol, okay bad reference but you got the point.
- Post it on your social media
- Get your centers of influence (CPAs you work with, estate attorneys, business coaches, etc.) to publish it on their blog and social media.
- Go back to those Reddit discussions in Step #1. Comment on those discussions using the answers you wrote in your blog. Rephrase the copy and paste it in as your answer. Don’t try to link it unless you are sure it won’t get you kicked out – some Reddit moderators can be super uptight about people linking stuff into their discussions.
Alright now that I’ve outlined the 5-step process for getting your financial advisor practice some visibility with the AI tools, here is some general AI marketing guidance for financial advisors.
Avoid writing AI mishmosh nonsense!
“Oh so I can just stack up the keywords and use LLMs to write my blogs,” you might be saying to yourself. More time for my CE credit coursework and eMoney follow ups!
Nah.
Garbage gets you nowhere in the AI engines. No recycling AI content!
The AI engines can tell when somebody uses content generated by an LLM. You can use Perplexity, Gemini, or ChatGPT for ideas and even some phrasing but I would grit it out and write the content yourself. Financial advisor visibility in AI search is highly competitive. If you aren’t more trustworthy than an AI tool, using real world anecdotes, human touches, and engaging language, you are not going to be the world’s next massive financial advisor AI marketing success story.
Trust signals help you get found in ChatGPT
Here’s what AI looks for when it tries to figure out which of you financial advisors to put at their top of their rank. This is the question AI asks itself:
How trustworthy is this financial advisor?
So for most of you, your local market is where you are most trustworthy. Here is how to create an impression of trustworthiness with AI tools for your financial advisor practice.
- Get testimonials on your website. Check this list from Wealthtender which breaks out which states allow and do not allow testimonials. (if your state does not allow this, then write case studies or anecdotes about client experiences.)
- Get brand mentions (anytime somebody on the internet says your name in a credible way)
- Having your pricing clearly displayed on your website. Transparency is a big trust factor.
Okay and now for a bigger one…
- Create signal pages on your website that are designed to articulate your expertise in serving a particular client. These generate trust and authority with the AI tools. Make sure these pages are optimized for the phrases that describe the nuances of working with these clients.
Heh?
How do I do that?
Okee, remember how I was talking about question and answer format? Crank it up again and generate more question/answer content. Here are some examples:
- How do I find a good financial advisor in Boise, Idaho?
- How do I retire in Boise, Idaho?
- How much do financial advisors usually charge?
- How do I find a fiduciary financial advisor in Idaho?
- Who are the top financial advisors in Boise, Idaho (be careful with this; ask your compliance officer about what you can and can not say here)
- Should you hire a CFP?
So how do I create these trust pages? How about putting the abovementioned content on some of the pages of your website like:
Home page (I am a financial advisor in Boise, Idaho, who are the top financial advisors in Boise, Idaho)
About page (Why I chose to get the CFP)
Services page (how to retire in Boise, Idaho)
Fees page – Yikes! Do you even have one, lol? (How much do financial advisors usually charge)
Is your head spinning yet, lol?
Good thing you don’t have to do it all alone.
How can I find someone to help me with financial advisor AI marketing?
I am a financial advisor marketing consultant and my specialty is digital marketing. I can help you with AI marketing if you are a financial advisor.
For over 10 years I’ve been helping financial advisors get new clients by expressing their value and presenting it to the world in a variety of ways. Here are what a few more of my clients had to say about me:
I have worked with Sara Grillo over the last few years and she did an amazing job with our Linked-In platform. In the short period of time she took my followers from roughly 5000 to nearly 15000 and helped me grow my newsletter to over 30,000 subscribers. If you are needing help growing you social media and your business, Sara is a great resource. (five stars, highly recommend.)
– Lance Roberts, Chief Investment Strategist, RIA Advisors
If you’d like, you can read more testimonials about my financial advisor marketing services.
Alright let’s wrap it up!
- I am an outsourced CMO for financial advisors who need regular, full service marketing – blogging, social media posts, newsletters, etc.
- I am a financial advisor marketing consultant for those who just need one-time or recurring guidance
- If you are not looking to engage at the moment, please at least join my newsletter list and receive one actionable financial advisor marketing tip per day.
If you would like to discuss how I can help, please send me a note.
See you in the next one!
-Sara G
Disclaimer
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